Brunt Workwear is taking its efforts to mission to support trade workers in the U.S. to the next level with its new partnership.

The Massachusetts-based company has inked a new deal with the New England Patriots, the NFL team’s home Gillette Stadium and the field crew that works on the premises. While most apparel sponsorships focus on the players, the key part of this deal is that Brunt will provide its signature boots and co-branded apparel to the entire Gillette Stadium field crew.

Eric Girouard, founder and chief executive officer of Brunt Workwear, said “he couldn’t think of a more authentic way” to team up with Gillette Stadium than to highlight its field crew.

“The crew probably doesn’t get the attention they deserve from the public,” Girouard said. “I think most fans don’t think about how much hard work goes into getting the stadium and field ready for games is leading up to the actual event. So, it was important for me to shine a spotlight on somewhat of an overlooked group of people that are really critical to the stadium and the team.”

Girouard added that each field crew member will get to choose a Brunt boot that fits the needs of their specific job, and then a capsule collection of apparel will be distributed among the crew.

“We are letting the crew choose their boots,” the CEO added. “Because they all have different needs depending on what they do. There’s different features and functionalities they want. Some of them need the safety toe. Some of them don’t want the safety toe. Some want the waterproofing, while some want their boots to be more breathable. It’s the best way to do it.”

As far as how long the partnership will last, Girouard said the company will go on a year-by-year basis depending on how everything works out. He also added that the partnership will involve game day activations this season, including three Brunt-hosted tailgates at home games on Sept. 7 vs. the Raiders, Nov. 2 vs. the Falcons, and Dec.14 vs. the Bills.

“We’re proud to have Brunt on board as an official sponsor, supporting the hardworking members of the crew that make every game day possible this season,” Ryan Bjorn, field superintendent for Gillette Stadium, added. “From mowing, sodding, to hauling equipment, our crew works tirelessly to give fans and players a seamless game day experience, and Brunt’s gear is built for the job.”

While this sponsorship marks Brunt’s first NFL partnership, the company has also teamed up with professional athletes like Travis Pastrana and Cowboy Cerrone, influencers like Hannah Barrone, and the work crews and athletes behind NASCAR, Off-Road and Snocross events, as well as the Professional Bull Riders League.